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Each month, we’ll share a piece of coverage we’ve loved – and why it worked.

This month, it’s Distilled Brunette featured in Decanter – both online and in print, and a good example of how to get press coverage right.

How to get press coverage: a real example

Why it worked

1. The product did a lot of the work for us

A clear coffee liqueur isn’t something you see every day.
It’s simple, but it gives a journalist an immediate reason to pay attention.

2. The groundwork was done properly

Before anything went out, a lot of work went in.

We shot the photography ourselves, styled it, and thought carefully about how the product should look and be presented. Cuts outs and lifestyle shots were created to work for different media too.

We worked closely with the brand to shape the story and pull together the press release – making sure everything was right, consistent and ready to go.

So when we went out to press, everything was already in a really strong place.

This is where a lot of the work happens – and it’s key to getting strong press coverage.

3. It was the right place for it

We didn’t have many samples (samples are tougher to get now than ever. But that’s for another blog post). Decanter is a leading voice in the drinks industry, so it made complete sense for this product.

So, it wasn’t about sending it everywhere, just sending it where it fit.

4. We knew who we were speaking to

We’ve built a relationship with the Spirits Editor over time, so we understand what they’re interested in and how they like to work.

5. The story was clear (excuse the pun)

No overcomplicating it.
Straightforward, easy to understand, and straightforward USP’s. We knew the product and knew it tasted good. It also looked smart and would stand out on the page.

6. We got the product in front of them

Samples were sent quickly – so they could try it and understand it.

It really makes difference to have something they can see, feel and taste – before anyone else.

7. We followed up (without overdoing it)

Just a simple nudge at the right time.

The Coverage

The feature appeared in Decanter online and was also included in the print magazine – which was a great result for us and our client.

Brunette Clear is a really interesting take on a coffee liqueur. It’s completely transparent – which immediately sets it apart – and is made using parts of the coffee plant that are usually overlooked, like cascara and coffee blossom. The result is a much lighter, less sweet profile than you’d expect, with more delicate, floral and fruity notes. It’s designed to open up new ways of using coffee in drinks, from a clear espresso martini to cocktails where coffee wouldn’t usually feature.

It’s a simple example of how to get press coverage when everything is done properly from the start.

So that’s it for this month. It’s always nice to see a story come together when the groundwork’s been done properly.

More next month.

Starting Hungry Communications wasn’t some big, thought out plan.

It came from years of seeing how PR should work – and how often it doesn’t.

We’re a small, family-run PR, marketing and events agency, working with food and drink brands across the UK.

What didn’t work for us

Sam started out as a journalist, then moved into a large London PR agency. On paper, it was exactly where he’d wanted to be – interesting clients, big campaigns and steadily moving up the ladder.

But the higher he got, the further away he was from the part of the job he actually enjoyed.

He spent less time speaking to journalists. Less time with clients. More time managing, reviewing, overseeing.

Which wasn’t why he moved into PR in the first place.

And that’s something we see often in the industry and hear from clients regularly. The more senior you become in many agencies, the less hands-on you are.

The problem with PR

There’s a lot of good work in PR – but there’s also a lot that doesn’t quite land.

Too much jargon.
Too much overpromising.
Too much distance between the idea and how it all turns out. We’ve had people say to us:
“I know you can’t promise results…”

And they’re right – no one can guarantee exact pieces of coverage.

But you can know what’s likely to land.
You can understand what journalists want.
And you can build a plan that gives a brand the best possible chance of success.

That’s where experience, media contacts – and being hands-on – really matters.

Why we started a PR and marketing agency

We wanted something different.

A small, family-run team where everyone is involved.
Where the people coming up with the ideas are the same people making them happen.
Where you’re not passed down the chain.

Jack joined a few years in – also from a journalism background – which means we naturally see both sides. We know what makes a good story, but also what makes someone actually want to talk about it.

And Hannah (that’s me) came from a PR and marketing background across fashion and digital – bringing that wider view of how PR fits into a brand as a whole, not just as coverage for coverage’s sake.

Between us, it works.

We all like people. We like building relationships. We like getting stuck in.

How we work (and why it works)

We don’t sit back and just run accounts.

We do the work.

From the first idea…
To pitching it…
To seeing it out in the world – whether that’s someone reading it, eating it, sharing it, or talking about it.

We’re involved in the whole thing. And because we’re small, we can move quickly, try things, change direction, and actually make things happen.

There’s no handover moment where things lose energy. We’ll bring the energy from start to finish and keep pushing until we get the results.

We don’t just think about PR – we look at how it connects across marketing, events and the whole brand.

The kind of brands we love

Food and drink is at the heart of what we do – and it always has been.

We come from a big family, and a lot of life has revolved around food. Big meals, trying new places, sharing recommendations, planning what we’re going to eat next – it’s just how we are.

So working with food and drink brands feels natural to us. We genuinely love it, and that makes a difference.

From startups to more established brands – what matters most to us is:

• A strong product
• A story worth telling
• Founders who are up for it
• And a willingness to try something a bit different

We like doing good work, being hands-on, and helping brands grow through PR, marketing and events.

That’s why Hungry exists.

And if you want to find out more, we’d love to chat.